It's A Numbers Game But Shit Don't Add Up Somehow

Far from being a naysayer, UK All Day has always supported British rap’s success - whether that be producers and MCs working with their American cousins, or attaining mainstream success with runaway hits. A case in point, Tinie Tempah got props over here for breaking the top 10, because Pass Out was a decent song that didn’t stray off into the then common trend of spitting on saccharin 4-to-the-floor house beats.

But UK All Day doesn’t support the quick flip – major labels signing MCs that have a genuine buzz and fan base, affiliating them with pop producers, piling promo pounds into quickly turned around albums and making a quick return.

Tynchy Stryder said he’s disappointed with his recent album - and this is why it flopped: His original fans initially supported his step up to the major league as it signaled the attainability of success. It was a step from pirate radio into the mainstream. With the machine behind him, he was now in the face of tons of new young faces, who lapped him up as the pop act du jour.

Then, the scene he came from decided to turn its back on him and what he represents because he sold out. Sure, it’s fine to sell records, but not at the expense of your artistic integrity – that’s an insult to the scene that birthed you. And what of the new fans? They have Rhianna this week. Or Adele. Or whoever is hot today. Tynchy may even be able to hop on the merry-go-round once again. Don’t expect the young people who dictate the top 10 to give a shit either way, though.

The quick flip creates acts that are built on hot air and leads to “careers” with no longevity. Expect K Koke and G Frsh et al to fill the gap in the market carved out by fabricated acts – cartoon gangsters being the antithesis to what’s seen as watered down. Once they become the norm, however, the market will correct itself again.